What sparked joy? Consumers reacted positively to CPG brand sponsorships, like the Super Bowl Halftime Show 2022 that was promoted all the way back in September of 2021.
We also found that people happily talked about shopping online, with mentions including “great product”, “great deal”, and “works great”, when referring to specific brands. And consumers weren’t shy about sharing their testimonials about the products they liked.
Engaging with and amplifying positive consumer feedback on social is the easiest way for brands to enhance their reputation. By saying ‘don’t just take our word for it’ and allowing consumers to sing their praises of a product, brands can provide social proof and encourage sales (across any sector).
According to Falcon.io, CPG brands published a total of 17.7K posts using the word “repost” or accompanied by #repost on Instagram in all of 2021, so there’s plenty of this going on in the sector already.
What sparked anger? A dilemma about spending vs saving was ever present in negative discussions around the CPG sector. Consumers were quick to advise others against wasting “money” or “time and money” on a particular CPG product that didn’t live up to their expectations, often suggesting competitor brands that “can do a better job”.
People also expressed their dissatisfaction with changes made to the products they consume regularly, like new flavors or aspects introduced by well-known beverage brands.
As an example, Capri Sun saw a portion of negative conversation discussing the brand’s switch from plastic straws to paper. Some of those consumers complained about the design and utility, using phrases like “impossible to pierce a carton box with”, “[the straws] disintegrate in seconds”, and “paper straws are packaged in plastic”. Others threatened the company with no longer buying their products unless they make changes: “my childhood juice is ruined and Im not buying them anymore”, and “[the straws] don’t pierce the pouch so the frustration & inevitable meltdown has made me stop buying them.”
To quote Barry Schwartz in The Paradox of Choice: “One of the principal virtues of free-market choice is that it gives people the opportunity to express their displeasure by exit.” And brands need to pay close attention to how their customers are responding to product changes in real time to avoid them proceeding to “exit”.
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